Current situation of clothing consumption
Apr 17, 2019 ｜ by CT
The clothing consumption market continues to grow rapidly. In 2018, the retail sales of apparel goods above the quota reached 987.04 billion yuan, a cumulative increase of 8.5%, an increase of 0.5 percentage points over 2017. On the other hand, the proportion of clothing consumption expenditure in total consumption expenditure continued to decline, accounting for 6.5% in 2018, down 0.3 percentage points from the previous year.
Garment sales price increment of key large retail enterprises in China. In 2018, the garment retail sales of key large retail enterprises in China increased by 0.9%, slowing down by 4.5 percentage points compared with 2017. In 2018, the garment retail sales of major retail enterprises in China dropped by 4.2%, slowing down by 8.4 percentage points compared with 2017. Price rise is the main reason for the decline of garment sales in key large retail enterprises.
The clothing online shopping is developing towards high quality. In recent years, with the rapid development of e-commerce, the growth rate of online shopping consumption is obviously faster than that of offline stores. However, with the slowdown of the growth rate of netizens and the expansion of the sales base, the growth rate of online shopping began to decline. In 2018, the online retail sales of physical goods in China totaled 7098 billion yuan, an increase of 25.4%, accounting for 18.4% of the total retail sales of consumer goods. With the slow growth of online traffic and the increasingly fierce competition, the advantages of online sales of many brands mainly through physical store channels are becoming increasingly obvious.
Younger and fashion brands are upgrading. In recent years, traditional clothing brands have increased their investment in core business and returned to product positioning to meet consumer demand.
The effect of store upgrading is remarkable. In 2018, the adjustment of clothing brand stores is more vigorous. New channel layout and streamlined stores are carried out simultaneously. Through a series of measures, such as upgrading the image of stores, adjusting display layout, improving visual effects, introducing intelligent equipment and improving service quality, consumers can create a more comfortable shopping environment and a richer shopping experience.
The sense of science and technology will be quickly integrated into fashion consumption. People's desire for new technology will accelerate the promotion of science and technology content in all walks of life. Fashion elements of clothing consumption will not only be beautiful and fashionable, but also a sense of science and technology will become a fashion consumption.
Garment design will come from quality and specialty more. Clothing is not only a commodity pursuing fashion, but also a work reflecting ingenuity.
Consumers will pay more attention to the brand's social image. The new generation of consumers not only pay attention to the commodity itself, but also to the social impact of their consumption behavior, thus attaching importance to the social image of the brand.
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